Brand position

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BRAND POSITIONING VALUES

• Chapter 3
• Lecturer Md Shahedur Rahman

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Brand Positioning

• Is at the heart of the marketing strategy
• . . . the act of designing the companys offer
  and image so that it occupies a distinct and
  valued place in the target customers minds.
• Philip Kotler

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Determining a frame of reference

• Marketers need to know
• Who the target consumer is ?
• Who the main competitors are ?
• How the brand is similar to these competitors ?
• How the brand is different from them ?

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Target Market

• A market is the set of all actual and potential
  buyers who have sufficient interest in, income
  for, and access to a product.
• Market segmentation divides the market into
  distinct groups of homogeneous consumers who have
  similar needs and consumer behavior, and who thus
  require similar marketing mixes.
• Market segmentation requires making tradeoffs
  between costs and benefits.

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Example of the toothpaste market

• Four main segments
• Sensory Seeking flavor and product appearance
• Sociables Seeking brightness of teeth
• Worriers Seeking decay prevention
• Independent Seeking low price

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Criteria for Segmentation

• Identifiability Can we easily identify the
  segment?
• Size Is there adequate sales potential in the
  segment?
• Accessibility Are specialized distribution
  outlets and communication media available to
  reach the segment?
• Responsiveness How favorably will the segment
  respond to a tailored marketing program?

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Points-of-Parity

• Points-of-parity associations (POPs), on the
  other hand, are not necessarily unique to the
  brand but may in fact be shared with other
  brands.
• Category Points of Parity Attributes and
  Benefits that exist at the generic and expected
  level

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Points-of-Difference

• Points-of-difference (PODs) are attributes or
  benefits that consumers strongly associate with a
  brand, positively evaluate, and believe that they
  could not find to the same extent with a
  competitive brand.

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Brand Positioning Guidelines

• Two key issues in arriving at the optimal
  competitive brand positioning are
• Defining and communicating the competitive frame
  of reference
• Determine category membership
• Which products or sets of products does the brand
  compete?different category often result in
  different competitive frames of reference and
  thus different POPs and PODS?
• Choosing and establishing points-of-parity and
  points-of-difference

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Choosing POPs PODs

• Desirability criteria (consumer perspective)
• Personally relevant
• Target customer must find the POD personally
  relevant and important
• Distinctive and superior
• Find a viable basis for differentiation
• Believable and credible

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Choosing POPs PODs

• Deliverability criteria (firm perspective)
• Feasible
• Can firm actually create the POD?
• Profitable
• Pre-emptive, defensible, and difficult to attack

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Attribute and Benefit Trade-offs

• Price and quality
• Convenience and quality
• Taste and low calories
• Efficacy and mildness
• Power and safety
• Ubiquity and prestige
• Comprehensiveness (variety) and simplicity
• Strength and refinement

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Strategies to Reconcile Attribute and Benefit
Trade-offs

• Establish separate marketing programs
• Leverage secondary association (e.g., co-brand)
• Re-define the relationship from negative to
  positive

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Core Brand Values

• Set of abstract concepts or phrases that
  characterize the five to ten most important
  dimensions of the mental map of a brand
• Relate to points-of-parity and points-of-differenc
  e
• Mental map ? Core brand values ? Brand mantra

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Laddering the brand Magic
Magic has got spicy mint flavor(attribute) which
removes bad breathe (benefit) which keeps my
prestige (Values).
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Examples of International brands

• Colgate is Protection
• Lux is Glamour
• Fedex is Overnight
• Axe is Opposite attraction
• Volvo is Safety
• Qatar Airlines is 5 star

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Examples of Bangladeshi brands

• Spring is Natural
• Fruitika is Pure
• Xpel is Stops Mosquito Irritation
• Magic is Removes bad breathe

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Brand Mantras

• An communication of the heart and soul of the
  brand
• Similar to brand essence or core brand
  promise
• Short three- to five-word phrases that capture
  the convincing essence or spirit of the brand
  positioning and brand values
• Considerations
• Communicate
• Simplify
• Inspire

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Designing the Brand Mantra

• The term brand functions describes the nature of
  the product or service or the type of experiences
  or benefits the brand provides.
• The descriptive modifier further clarifies its
  nature.
• The emotional modifier provides another
  qualifierhow exactly does the brand provide
  benefits, and in what way?

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Designing the Brand Mantra
Emotional Modifier Descriptive Modifier Brand Functions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Fun Folks Food
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Internal Branding

• Members of the organization are properly aligned
  with the brand and what it represents.
• Crucial for service companies

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Brand Audit

• Externally, consumer-focused assessement
• A comprehensive examination of a brand involving
  activities to-
• assess the health of the brand
• uncover its sources of equity, and
• suggest ways to improve and leverage that equity
• It includes brand vision, mission, promise,
  values, position, personality, and performance

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Importance of Brand Audits

• Understand sources of brand equity
• Firm perspective
• Consumer perspective
• Set strategic direction for the brand
• Recommend marketing programs to maximize
  long-term brand equity

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Brand Audit Steps

• Brand inventory (supply side)
• How all the products and services sold by a
  company are marketed and branded
• Up to date pofile
• Brand exploratory (demand side)
• What consumers think or feel of a brand?

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Brand Inventory

• A current comprehensive profile of how all the
  products and services sold by a company are
  branded and marketed
• Brand elements
• Supporting marketing programs
• Profile of competitive brands
• POPs and PODs
• Brand mantra

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Brand Inventory (Cont.)

• Suggests the bases for positioning the brand
• Offers insights to how brand equity may be better
  managed
• Assesses consistency in message among activities,
  brand extensions, and sub-brands in order to
  avoid redundancies, overlaps, and consumer
  confusion

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Brand Exploratory

• Provides detailed information as to how consumers
  perceive the brand
• Awareness
• Favorability
• Uniqueness of associations
• Helps identify sources of customer-based brand
  equity
• Uncovers knowledge structures for the core brand
  as well as its competitors

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Brand Audit Outline

• Brand exploratory
• Brand associations
• Brand positioning analysis
• Consumer perceptions analysis (vs. competition)
• Summary of competitor analysis
• SWOT analysis
• Brand equity evaluation
• Strategic brand management recommendations